Holden furniture company goes commercial

HOLDEN — For some companies "Made in the USA" is a slogan designed to boost sales. For Furniture by Dovetail, made in the USA is how they do business.

For the last 25 years, the company has been manufacturing handcrafted custom wood furniture, with a goal of exceptional quality and lasting beauty, with all of the work done at the company's headquarters at 70 Industrial Drive.

That vision has propelled Furniture by Dovetail from a small residential wood shop to a $4 million operation that is making a significant foray into the academic and commercial furniture industry.

Worcester native Robert Loring and his wife, Annette, founded the company, and built it using hand-selected hardwoods and premium finishes. In 2011, the Lorings sold a majority interest in the company to Jonas Geiger, who has served in a variety of roles at the company before becoming president.

Mr. Geiger is the son of John Geiger, a former professional German soccer player, who transformed his love for woodworking from a four-person cabinet shop in Toronto into the Atlanta-based Geiger International. Geiger International which was sold to Herman Miller in 2000.

Prior to coming to Dovetail, Mr. Geiger led the manufacturing and quality, safety and environmental departments at Geiger International.

Mr. Loring remains active in Dovetail, currently working for as sales manager.

In addition to the showroom and factory in Holden, the company also has a showroom in Newton Lower Falls, and recently hired a sales representative in New York to grow the company's corporate sales.

Holden Town Manager Jacquelyn Kelly said Furniture by Dovetail is a valuable, active neighbor in the town's industrial park.

"We have enjoyed a long and productive relationship with them," Ms. Kelly said. "When we have meetings about the industrial park, they provide feedback. And their furniture is just beautiful."

Kim Neuhauser, Furniture by Dovetail's marketing director, said that the company is working on a project to furnish the six floors of the Yale School of Management's Edward P. Evans Hall, a $150 million project that will be the school's new home.

"It is the largest project we have ever done," Mrs. Neuhauser said. "It's about $3 million, and we were up against some pretty stiff competition, including some national companies."

Mrs. Neuhauser said Dovetail is building all of the furniture for the building, including pieces for several hundred offices, classrooms and the cafeteria.

"It's really exciting," she said. "We are hoping to bridge into the corporate market, as a result."

Despite the commercial business, Mrs. Neuhauser said the company remains committed to its custom residential market.

"As we expand our portfolio, we will develop classically designed products that blend the corporate, residential and academic markets," she said.